Targeting Search Ads By Demographics & Behavior

Detlev Johnson moderating this sessions, gives the brief introduction on what this session is all about. FYI - I covered this session in SES Chicago, look it up for things I may have missed here.

Jed Nahum from MSN Search on adCenter. Fall 2005, live in France & Singapore, US pilot began. Feb 2006, second use pilot phase, new UI, today ramp starts with 70% increase, March 6th is the open sign up for self-service at noon EST. Early summer 2006, US launch.

US pilot stats; 3,500 advertisers and 40%+ searches to adCenter, will to increase 100%.

Audience Intelligence Drives ROI
- Learn about your customers
-- Demographics on people search for Chad Hedrick and Sasha Cohen. Chad, mostly female. Sasha, mostly male. Disturbingly, people looking at Sasha are older people and Chad, younger people. Chad's searchers are slightly richer and a lot more people are searching on shasa versus chad.
- Connect via Rich Targeting
-- You can connect via demographics, geographic, and day of week and time of day.
Value of Targeting:
500 clicks of 40 orders with a conversion rate of 8%. Average ticket is $90, revs = $3,600, ROAS is 400%, Cost is $900 and bid/click is $1.80. But Men 280 clicks 20 orders and Women 220 clicks and 20 orders, the ROADS is about 100 points different.
- Refine your campaign - yada yada

Where does the data come from? Registered users, passported users, and 3rd party data.

Roy Shkedi from AlmondNet.
- 40% of internet ad dollars are spent on search engines where people spend less than 5% of their online time.
- On the Majority of the sites where people spend the other 95% of their online time - the ad supported content is sold for very low CPMs.
- After people search (post search), AlmondNet presents people with additional paid search as on the sites where they previously search on.
- So you search at Google for example, and then they go to a site on a different site a day later, they see an ad for their search at Google in a banner ad at the top of a site they are visiting.
- Web users benefit from relevant ads while their privacy is maintained
- Paid search providers benefit
- Profile providers earn an incremental new revenue stream
- Publishers' sites received a higher return on their ad space
- Click originating from behaviorally targeted ads convert 5 to 10 times better than clicks from non-targeted ads.
- The ads are targeted based on a recent demonstration of purchase intent versus what a person happened to read.

Kevin Lee from Did-It.com
- Better targeting brings us closer to the holy grail of advertising.
- The key is the power segment:
- MSN allows you to do age, gender, geographic and by day and time of day.
- One way to target based on behavior is though the control you have over listings allowing you to use day parting and day of week.
- Which behaviors correlate with increased profit?
- The engines are also targeting text and geo ads behaviorally based on prior search behavior, prior click, content preferences.
- Better conversion from click to lead/sale is when to target demographically.
- There could be a higher immediate value
- Higher lifetime value of a customer based on demographics, etc.
- Offer responsiveness, does one segment respond to a different offer?
- Geographic segmentation may be the most powerful method of segmentation yo have; clicks are worth different amounts, customers have different profit profiles, prospects respond to different messages.
- When you combine these, then you got power.
- He shows off MSN screen captures
- Use keyword data to learn what media to buy

- Research is just getting better, incredible enhancements can be made to your keyword analysis and selection process using this data.
- Shows some MSN adCenter slides
- Make bid boost decisions based on this data
- Aid in keyword research selection
- Start using it to identify areas of campaign expansion or optimization
- The trends that become apparent through the demographic or behavioral data now available will be eye opening.
- It will not all make sense or be 100% accurate.

Dana Todd from SiteLab.

- Data comes from users who have "agreed" to give up data about themselves, just like wool comes from cute little fluffy animals.
- Quick overview of the product
-- Yahoo Fusion Marketing is the broad name for any of their integrated ad products on the Yahoo site/network
-- Targets consumers with specific affinities & interests derived from online behavior
-- Much like AlmondNet but Yahoo has been doing it for a while.
- Impulse targeting ads are shown within 48 hours after search
- She then gives some cast studies (I believe I have these cast studies in my past coverage, Ill try to link to it).